Ad Net Zero sets out sustainability roadmap
Ad Net Zero has published a set of recommendations from its Young Leaders Group, outlining practical steps to embed sustainability into everyday business strategy across the advertising sector.
The guidance responds to research by the Institute of Practitioners in Advertising, which identified high levels of climate anxiety among industry professionals and a lack of confidence in raising environmental concerns at work.
Four actions to embed climate responsibility
Developed by more than 40 emerging professionals from agencies, media owners, brands and industry partners, the recommendations focus on four actions designed to move sustainability beyond specialist teams.
The Young Leaders Group calls for climate literacy to become a standard business skill, integrated into onboarding and professional development. They also advocate reverse mentoring programmes that pair senior leaders with emerging talent to encourage open conversations about sustainability and decision-making.
Embedding sustainability into culture and metrics
The group recommends making sustainability a year-round topic in internal communications, rather than a siloed or occasional initiative. Regular updates and transparent discussion of challenges are positioned as key to building trust and engagement.
Finally, the recommendations urge organisations to integrate sustainability into KPIs, performance reviews and incentive structures, aligning environmental responsibility with commercial outcomes and reducing the risk of greenwashing.
Helena Houghton-Casella, Impact Manager at Open Media: "As Young Leader Committee representative, I am proud to launch these recommendations to the advertising industry. They represent the culmination of focused effort by a dedicated working group; all driven by a personal commitment to encourage action on climate change and make lasting improvements across the media landscape. Simply put, we have provided a step-by-step guide to improving any organisation’s ESG efforts, regardless of how far along in the journey you are."
Alessandra Bellini OBE, UK Chair,Ad Net Zero: "I love the recommendations as they are simple, clear and, probably, more effective than a complex set of principles and actions. At the core of them, it’s personal accountability and collective responsibility to be a learning and developing organisation through the lens of sustainability. Once again, our younger leaders show they can be wiser than the wise ones!"
Seb Munden CBE, Global Chair, Ad Net Zero: "The Young Leaders propose some very sensible and straightforward ways to reinforce the self-evident truth that future-proofing businesses has to be done now and cannot be left for some far-off mythical perfect moment. The impact of climate change on livelihoods and well-being around the world is already happening. Leaders who can steer the course to better business while delivering on the present are in high demand, and as this group shows there are good people up for the challenge."
Industry-wide collaboration
The recommendations are the result of a year-long programme of workshops, leadership presentations and cross-company forums. Contributors represent businesses across the advertising ecosystem, reflecting a collective approach to accelerating climate action.
Case studies in the report include initiatives at The Guardian, which certified its ad sales team as carbon literate, and Estée Lauder Companies Inc., where Chief Sustainability Officer Nancy Mahon acted as a reverse mentor to Anna Boykis, Product Management Analyst, AI & Emerging Technologies.
Ad Net Zero is encouraging industry leaders to adopt the four recommendations within their own organisations, positioning shared voluntary action as a way to strengthen long-term resilience across advertising.
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